Being a heritage brand with a decades-long history can be a double-edged sword in the world of beauty. That legacy can often lend itself to consumer trust and legitimacy. But in the case of Crabtree & Evelyn, a brand can also be pigeonholed as old and, worse, uncool.

Founded in 1847 by Dr. Henry Thayer, the mass skin-care brand is best known for its witch hazel toners. The campaign is designed to support sales within the brand’s retail partners, which includes Target and Amazon.

In early August, P&G formally launched its newest haircare brand, Nou, which stands for “Next of Us” and addresses the needs of 3A-4C hair types and Gen Zers.

Il Makiage announced on Thursday that it will acquire 2-year-old AI-based computational imaging company Voyage81 as a way to built out the makeup's brand technological capabilities.

The U.K.-based DTC brand is moving away from its multi-tiered membership model that had various caps on how much its customers could buy per month (with unused spending rolled over). It now offers just two options: a $15 per month membership with a spending cap of $150 and a virtually...

The decision to pivot comes as the premium baby care sector grows more crowded, with companies like The Honest Co. proving that the clean baby care concept works in mass channels.

The subscription program is not only meant to facilitate ease of repurchasing for existing customers, but it's also aimed at establishing a more intimate community and bringing in new shoppers.

Cover FX’s aim is to be known as a high-performance clean beauty brand, in the same vein that Lawless Beauty and Kjaer Weis are known for medium- to high-coverage clean complexion products.

Dubbed “Black Beauty is Beauty,” a 60-second ad spot employs a compilation of scenes -- a beauty parlor, a drag show dressing room, and Black mother with her daughter -- to show the trends, products and tools in the mainstream beauty sphere and their inherent connection to Black beauty culture.